The new campaign positions those who take cruises as ‘Cruiselings’, beings who are more free to enjoy a holiday on board a P&O ship, with the narration urging ‘Earthlings’ to be free. It is set against a soundtrack composed and recorded live by the Prague Philharmonic Orchestra.

BMF executive creative director Cam Blackley said: “Our purpose is to rid the planet of Earthlings. That’s a phenomenal brief and lofty goal but we believe we can do it peacefully through the promise of greater freedom.”

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Complementing the TV ad is a dedicated website which utilises first person video storytelling to show ‘Earthlings’ how to be free on a P&O Cruise. The video content sees three different ‘Cruiselings’ speak directly to camera about various activities, promoting the viewer to make decisions about what they might like to experience.

The campaign also invites fans to attempt to win a place on the inaugural cruise of one of its newest ships Pacific Aria by composing their own 30-second song online with a special ship horn keyboard.

The custom-built keyboard replicates the sound of a ship horn to allow users to play or compose their own music.

P&O Cruises marketing and distribution director Simon Cheng said: “P&O Cruises is about to enter a new era of cruising with its biggest ever fleet, so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life. This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”

The C was just a typo. Not representing the agency or the client. In the target market though and it made me want to buy a ticket or two. Plus, the creative did a great job of making me forget about some of the seedier sides of the cruise industry that have been reported on in the news over the last few years.

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